AI in weather forecasting, prediction and communication
A changing industry
Broadcast television has seen dramatic changes over the past two decades. With a 24-hour news cycle and streaming content available across platforms and devices, the challenge for broadcasters is clear. To stay relevant — and afloat — networks must deliver across all channels with high-quality content that attracts loyal viewers and builds the business by capturing advertising dollars moving away from television.
For nearly 20 years, Kevin Eubank, Chief Meteorologist at KSL-TV, has been using products from The Weather Company to deliver broadcasts that help his community stay ahead of the ever-shifting weather conditions in Utah. Eubank remembers the time when preparing for a seven-day forecast took hours. “It was not real-time rendering,” he says. “We needed to create graphics and build out different elements of the show. And if we needed to change something it took a lot of preparation to make it all happen. Now, graphics are automatically created even before we need them. Obviously, the industry has changed.”
Eubank is a second-generation meteorologist who grew up understanding the critical impact weather has on all of our lives. At KSL-TV, he applies his business acumen to that solid foundation and is helping the company transform and stay competitive as the broadcast industry evolves.
KSL-TV offers a full-featured weather app that delivers personalized forecasts from local meteorologists who are experts in the region. But with weather apps that come readily installed on most phones, the competition is tough, says Eubank, tasking meteorologists with creating and pushing out content across multiple platforms to stay visible and viable.
But that’s not the only challenge, he says. For decades broadcast television has relied on commercials — 30-second spots from advertisers — to drive revenue for programming. That model is changing as businesses designate advertising dollars across online and social platforms. KSL-TV knew it needed to create content that could be monetized if it was going to build its brand in the digital arena. Like all TV stations, KSL has limited bandwidth with its weather team; Eubank likewise knew the station needed to innovate to drive efficiency. KSL-TV sought a trusted company with deep expertise and leading tools that could help it execute its ideas and implement its vision for the future of the network.